Заголовок | Diving |
Агентство | TBWA\London |
Кампания | No Nonsense - John Smith's |
Рекламодатель | Scottish Courage |
Бренд | John Smith's |
Posted | Сентябрь 2002 |
Бизнес сектор | Пиво, сидр, лагерное пиво |
История | An Olympic diving competition is taking place when a rather large, Peter Kay stuns the audience with a no nonsense cannon ball off of the high board. |
философия | The convention of the category was for different beers to talk to their different attributes - smooth, bitter, etc. John Smith's and TBWA\London decided to focus on its northern heritage and the 'no nonsense' attitude it represents. |
Проблема | John Smith's sales were in decline and affinity for the brand itself was all but eroded. John Smith's needed to re-establish itself as a King of Ales. |
Результат | The result was an increase of 14.7% market share, the campaign generated over £1 million worth of publicity, and became the brand leader in consolidated trade. John Smith's was also named Campaign magazine's 'Campaign of the Year' in 2002. |
Тип медиа | Телевидение |
Длина | |
Рынок | United Kingdom |
Продакшн Студия | Spectrecom Films |
Директор | Daniel Kleinman |
Актер / Знаменитость | Peter Kay |
Копирайтер | Paul Silburn |
Арт-директор | Paul Silburn |
Креативный директор | Trevor Beattie |
Креативный директор | Paul Silburn |
Продюсер | Johnnie Frankel |
Сценограф | John Robin Ebden |
Продюсер агентства | Diane Croll |
Директор по освещению / Освещение | Denis Crossan |
Звуковой дизайн компании | Warren Hamilton |
Account Handler | Matt Shepherd-Smith |
Account Handler | Vicky Jacobs |
Account Handler | Ben Cyzer |
Brand Manager | Sanjay Patel |
Brand Director | John Botia |
Специалист по работе с заказчиками | Matt Shepherd-Smith |
Специалист по работе с заказчиками | Vicky Jacobs |
Специалист по работе с заказчиками | Ben Cyzer |
Редактор | Steve Gandolfi |